Laura Nelson

I help B2SMB SaaS companies with GTM strategies

I'm a seasoned B2B marketing executive focusing specifically on B2SMB SaaS companies.


As a marketing professional, I've:

🧱 Established departments at 4 startups – from Series A to publicly held companies

📈 Generated demand for >50% of revenue across 2 organizations

🚀 Launched new products, features, and lines of service

💵 Served at 2 consecutive organizations with acquisition exits

↗️ Ascended to the VP of Marketing role on an executive leadership team

Laura Nelson

Work

  • Signpost - Best Small Business Management Software 2024

    Signpost is the leader in small business management software for home service businesses. Learn more about our products & see how we can help.

    https://signpost.com

Experience

  • LE Nelson

    LE Nelson

    Marketing Executive

    Aug 2023 - Present

    B2SMB SaaS GTM and strategy projects

    • Conducting comprehensive market research and analysis to identify lucrative verticals for expansion, leveraging insights to align with the growth objectives of a $250M B2SMB SaaS company
    • Delivering actionable recommendations on vertical prioritization and a refined messaging framework to drive revenue
    • Providing strategic guidance to a seed-stage B2SMB SaaS communications startup based in Puerto Rico
    • Advising on customer segmentation and messaging to expand its reach into the mainland U.S. market
  • Signpost

    Signpost

    Vice President of Marketing

    Nov 2019 - Jul 2023

    Software business acquired by Hibu in 2023. signpost.com

    • Led creation of marketing department, recruiting and onboarding 5 mid-to-senior hires
    • Grew marketing influence on revenue from 10% to >75% of monthly units sold in high-velocity environment
    • Created thought leadership platform, including a webcast series, blog posts, and paid social campaigns, growing organic traffic by 35% YoY
    • Facilitated introductions to and spearheaded co-marketing campaigns with 15 affiliate and association partners
    • Oversaw development of new product demo to coincide with major feature releases; developed pricing and packaging strategy to improve ACV by an average of 18%
    • Led brand integration in acquisition of service company; deployed a new website and updated brand identity
  • Broadly

    Broadly

    Director of Marketing

    Jul 2015 - Oct 2019

    Acquired by Vendasta in 2023. broadly.com

    • Recruited as first marketing hire, growing marketing channel from virtually $0/0% leads to multi-channel, online/offline lead source for sales team
    • Established and led field marketing channel, booking $2.06MM in ARR for 2019
    • Created GTM plans for partner, co-marketing and associations, booking $1.4MM in ARR for 2019
    • Built thought leadership program, creating content to develop mid-funnel leads; secured 40 public and educational speaking engagements for 2019
    • Sold over $71K in ARR personally through field/co-marketing channels
    • Earned “Star of the Quarter” recognition for Q1 2017, awarded to one employee company-wide each quarter
    • Implemented customer feedback and referral program, earning 1K positive testimonials
  • Reputation.com

    Reputation.com

    Director of Marketing

    Feb 2014 - Jul 2015

    Promoted from Product Marketing Manager. reputation.com

    • Hired as first B2B marketer, creating enterprise marketing strategy and driving revenue growth of 105% YOY
    • Developed B2B brand strategy, positioning, and messaging platform to differentiate product and highlight UVP
    • Collaborated with enterprise clients (including Enterprise Rent-A-Car, Ford, Mazda, Jaguar-Land Rover, GM, AAA, and AutoNation), developing co-marketing programs to attract and onboard thousands of locations
    • Redesigned company’s most valuable call-to-action and initiated A/B testing, increasing email CTR by 300%
    • Earned recognition as MVP for 2014, awarded to top 5% of performers companywide
  • Patch.com

    Patch.com

    Regional Business Director

    Dec 2009 - Jul 2013

    Promoted from Regional Director. patch.com

    • Managed P&L of four regions with 350+ hyperlocal news websites, growing revenue by 118% YOY
    • Developed localized B2B and B2C marketing strategy and supervised 2 marketing coordinators
    • Researched markets to grow audience and ad revenue; collaborated to launch 100+ new websites

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